Making Marketing Decisions

While marketing is a combination of science and art, there is a basic structure to making sound decisions and increasing the odds of success. Most organizations with a solid marketing approach understand the key characteristics of developing strong marketing plans. In this case students examine the framework for creating thoughtful marketing plans, and also consider how apply this framework to their marketing case analyses.

Professor Lehmann teaches several different marketing courses. His research focuses on individual and group choice and decision making, the adoption of innovation and new product development, and the management and valuation of marketing assets (brands, customers). He is also interested in knowledge accumulation, empirical generalizations and information use. Lehmann has published more than 100 articles and books, serves on the editorial boards of several academic...